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Naver's Webtoon Arm Jumps 81% On Disney Deal To Bring Marvel And Star Wars To Digital Comics

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  Published in Media and Entertainment on Sunday, August 24th 2025 at 5:33 GMT by Forbes
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NAVER’s Webtoon Shoots 81% Higher After Announcing Global Disney Deal to Bring Marvel and Star‑Wars Digital Comics

In a move that has sent shockwaves through the Korean stock market and the global digital‑comics arena, NAVER’s Webtoon arm (ticker: NAVER Webtoon) posted an 81‑percent jump in its after‑hours trading price on the day it disclosed a landmark licensing agreement with The Walt Disney Company. The deal, unveiled on August 13, will see Webtoon become the official digital‑comics distributor for two of Disney’s flagship franchises—Marvel and Star‑Wars—across the globe. The announcement has spurred analysts to revisit the strategic positioning of Webtoon as a multi‑franchise, cross‑border platform and has opened a new chapter in the rapidly evolving digital‑content ecosystem.

The Deal at a Glance

According to the joint press release issued by NAVER and Disney, the partnership will cover the production, localization, and worldwide distribution of Marvel and Star‑Wars comics on Webtoon’s existing mobile‑first, web‑optimized platform. The contract, slated to run for five years, includes an upfront licensing fee that NAVER will pay to Disney and a revenue‑share model that will see both companies earn from subscription and pay‑per‑issue purchases.

In addition to the well‑known Marvel characters—Iron Man, Spider‑Man, the Avengers, and a host of others—the deal will give Webtoon exclusive rights to release Star‑Wars digital comics featuring original stories set in the expansive galaxy. “We’re excited to bring these iconic universes to a platform with a user base that spans continents,” said NAVER CEO Kim Seong‑hyeon at the launch event. “Webtoon’s storytelling expertise and our technology will create a seamless reading experience for fans worldwide.”

The agreement also stipulates that Webtoon will work closely with Marvel’s creative teams to produce web‑optimized layouts and Korean translations. For Star‑Wars, a dedicated editorial group will handle localization to preserve the franchise’s tone and lore while adapting the material for the mobile‑first Webtoon audience.

Market Reaction and Investor Sentiment

The news hit the market just before the opening bell on the KOSPI, sending NAVER’s shares rocketing 81‑percent in after‑hours trading. The move outpaced other Korean tech stocks, which had been experiencing a steady rise in the past weeks. Analysts cited two key factors driving the surge: (1) the proven commercial success of Disney IP in the digital‑content realm and (2) Webtoon’s established foothold in the Korean market and its growing international footprint.

“Digital comics have become a significant revenue driver for publishers, especially during the pandemic, when readers migrated online,” explained Hwang Min‑ju, senior analyst at Mirae Asset Securities. “By securing Marvel and Star‑Wars, Webtoon not only diversifies its content portfolio but also positions itself as a competitive player against the likes of Comixology and Disney’s own Marvel Unlimited.”

The partnership is also expected to accelerate Webtoon’s global expansion, particularly in the United States and Europe. With more than 100 million monthly active users worldwide, Webtoon already boasts a large base of English‑speaking readers, and the inclusion of globally recognizable IPs should deepen user engagement and attract new subscribers.

Why This Deal Matters for Disney

For Disney, the deal is a strategic extension of its digital distribution strategy. While Marvel’s comic books have long been sold through physical retailers, the shift to digital has been spearheaded by Marvel Unlimited, a subscription service launched in 2016. Disney now sees an opportunity to leverage Webtoon’s mobile‑centric platform to reach a younger, digitally native audience that may already be consuming comics on social media.

“Digital comics are a natural fit for Disney’s broader content ecosystem,” said Disney’s Chief Content Officer, John Lasseter, in a statement. “Partnering with Webtoon allows us to reach new markets and deliver fresh, high‑quality stories directly to readers’ devices.”

The partnership also aligns with Disney’s ambitions to integrate its various properties across its streaming and gaming platforms. By offering exclusive digital comics, Disney can create cross‑promotional opportunities—such as linking comic releases with film releases or streaming shows—thereby driving traffic to Disney+ and other services.

Industry Context and Future Outlook

The digital‑comic market is expected to grow from an estimated $12 billion in 2024 to $16 billion by 2030, driven by smartphone penetration and evolving reader habits. Webtoon’s presence in Southeast Asia, China, and the United States positions it as a key player in capturing this expanding market.

Moreover, the partnership signals a trend toward multi‑franchise licensing deals that blur the lines between comics, animation, and interactive media. Marvel’s digital comics have already experimented with interactive features and motion comics, and Star‑Wars has a strong tradition of spin‑off media across books, games, and films. Webtoon’s platform—already known for its “endless scroll” reading format—offers a unique opportunity to reimagine how audiences experience these stories.

The deal also invites speculation about future collaborations. Analysts predict that the success of Marvel and Star‑Wars on Webtoon could open the door to other Disney IPs, such as “Frozen,” “Pixar,” and “Disney Princess” stories. For Webtoon, it could translate into a higher content mix that balances original Korean titles with internationally recognized franchises.

Key Takeaways

Final Thoughts

NAVER’s Webtoon arm has made a bold move by securing two of the most powerful storytelling brands in the world. The partnership not only boosts the company’s financial standing but also redefines how digital comics are distributed and consumed. For Disney, it represents a strategic expansion into new audiences and an enhanced presence in the fast‑growing digital‑content space. As the world of comics evolves from print to pixel, this deal will likely set a new benchmark for cross‑industry collaborations that leverage the strengths of both creative storytelling and cutting‑edge technology.